Kota Kinabalu (Feb 4) - Sabah’s tourism sector experienced notable growth in 2025, attracting 3,793,709 visitors and generating RM8.74 billion in tourism revenue, signalling a strong recovery for the state’s hospitality and travel industry.
State Tourism, Culture, and Environment Minister Datuk Jafry Ariffin highlighted that while achieving these numbers is a milestone, the state continues to prioritise quality tourism experiences alongside increasing visitor arrivals.
“Surpassing our target of 3.5 million visitors last year is a remarkable achievement. For 2026, we are aiming to welcome four million tourists,” he said. “However, beyond numbers, our goal is to deliver authentic experiences and excellent hospitality that truly reflect Sabah’s unique culture and natural beauty.”
The statement was made during the Sabah Tourism Awards 2026, organised by the Sabah Tourism Board to recognise individuals and organisations contributing to innovation, resilience, and collaboration within the tourism sector.
Jafry added that the ministry, together with the Sabah Tourism Board, will continue efforts to improve tourism offerings, enhance flight connectivity, and upgrade visitor services to ensure steady growth and memorable experiences.
Domestic tourism contributed significantly, with 2,295,000 local arrivals, representing 84% of pre-pandemic levels. This increase was influenced by major events such as Hari Raya Aidilfitri, the state election, and school holidays. International visitors totaled 1,498,709, slightly exceeding pre-pandemic figures despite limited flight capacity. Key international markets showing growth included China (657,528), Japan (16,980), Taiwan (34,342), the United Kingdom and Ireland (34,704), Singapore (38,638), and Australia (22,571).
As of January 2026, Sabah maintains air links to 15 international destinations with 157 weekly flights and nearly 29,000 seats, covering routes from Singapore, Brunei, Taiwan, China, South Korea, the Philippines, Indonesia, and Vietnam. Domestically, the state is connected to 13 destinations, including Kuala Lumpur, Subang, Johor Bahru, Penang, Kota Bharu, Labuan, Kuching, Miri, Sibu, Bintulu, Mulu, Limbang, and Lawas.
Cruise tourism also contributed to the sector’s growth, with 23 ships bringing in 24,634 passengers, docking primarily at Kota Kinabalu Port (19 ships) and Sandakan Port (4 ships).
For Sabahans, the continued recovery of both domestic and international tourism means increased economic activity, more job opportunities, and greater exposure for local businesses, especially in hospitality, food, transport, and cultural sectors.
Image from Klook